The King Sejong Institute Foundation, part of the Ministry of Culture, Sports and Tourism of the Republic of Korea, works to promote the Korean language and culture. It provides essential support to the 244 Korean-language schools, known as the King Sejong Institute, in 84 countries.

In 2022, the King Sejong Institute opened its doors in France to become the central hub for the foundation’s foreign agencies. Having established its presence in France, Korea’s Ministry of Culture commissioned us to design a comprehensive graphic system to facilitate the venue’s digital communications, with particular emphasis on social networks as the main channel for action.

Esprit Dancheong

Inspired by dancheong, a traditional Korean art form characterized by highly colorful decorative paintings, this graphic system aims first and foremost to create a distinctive, meaningful visual identity.

It offers a wide variety of designs governed by rules of use, enabling flexible, scalable application. The infinite combinations of shapes and colors give rise to an unlimited generation of pattern sheets.

The templates feature an organic color palette and a floral motif, serving as a mask for the publication, enhancing its content…

Between two heritages

To complement the dancheong-inspired graphic system, the French Center of the King Sejong Institute also commissioned us to create an original illustrated frieze. The frieze aims to weave a visual and symbolic link between South Korea and France by blending heritage and architectural elements emblematic of both cultures. Traditional Korean motifs, temples and significant cultural objects are harmoniously combined with recognizable Parisian references, such as monuments, urban details and landscapes typical of the French capital.

The frieze, designed by illustrator Coco Clouds, enriches the center’s visual identity and celebrates the cultural dialogue it embodies.